Marriage in the Clouds
It cannot be denied; the rush for a once deemed market failure, Web TV, is back with a vengeance and companies are clamoring to connect consumers and Cloud applications with what continues to be the mightiest medium for entertainment, the TV. Cord-Cutting trends cannot be dismissed as irrelevant, or non-starters, but the continuum of television as a primary medium is conclusive; it just needs to get smarter, becoming part of an ecosystem of device, cloud and consumer to produce something more significant than just one entity by itself.
Thanks to TV manufacturers like Samsung, LG, Panasonic and others web connected, or Smart TV’s, will become the norm in a very short time-span. They will be part of a gateway which connects consumers with a device, iPad, or Smart-Phone, the Cloud where information and content reside, to the TV where all connect together bringing an intelligent experience, one which can be individually unique to each consumer. See (Connected TV Is Bigger Than The Web)
Ecosystem of Devices
There will be no need for a Desk-Top PC as we know it today, and that will probably include the Laptop as well. Since the iPad, Smart Phones and now Smart TV’s will be connected to the Cloud, there will just be no demand for these legacy devices based on location preferences. Information and content will flow through an eco-system of connected devices and will give unique and distinct experiences for each specific viewer. That is, Mom and Dad, brother and sister, or whoever may have their specific preferences of applications riding on each device which all connected together. The only variance will become an individual’s location. See (The Increasingly Connected Consumer: Connected Devices)
Connected service providers will have the unique challenge of branding the eco-system. These (connectors) will compete with other brands to gather consumers with these devices, applications, and the Cloud to become a (consumer gatekeeper). Through each service provider customers will reach out to connected partners within that branded network to interact with a wide array of experiences within the cloud eco-system. So, branding and partnerships will become critical for gatekeepers to monitor and offer user experiences that are uniquely targeted to specific needs and affiliations. See (Cloud Illusions, Brand Recall? HP Eyes Cloud Innovation)
Applications as a Market Driver
Marketers’ will need a device Application. This will become a critical component to the eco-system of experiences consumers will use to connect with what is important. Without the App, companies will become extinct. These applications will be very consumer centric based on perceived impressions of habits, wants, needs each individual has indicated in their cloud footprints. Yes, targeting will become increasing prevalent and critical to branding success. Consumers will no longer want to consume broad-based advertising, but will confine their viewing to targeted and specific ads related to individual consumptions. The choice will become the consumers not the brands. See (IC Market Drivers)
Intelligence that’s Eco-centric
The key for companies are to realize the direction of intelligent based devices, cloud, and consumer demands will be their willingness to accept the inevitable change taking place in telecommunications today. Forecasting where markets will be in five to ten years is not something to take lightly or complacently. Studies are continuing to reveal the importance of new technologies and how those impact the consumer in various ways. It is not a time for timidity, or reliance historical branding, it is time to think ahead and contemplate where my company will be in relation to the eco-system, as it continues to evolve.